{"id":11353,"date":"2020-03-31T10:30:18","date_gmt":"2020-03-31T10:30:18","guid":{"rendered":"http:\/\/www.digitalresponse.es\/?p=11353"},"modified":"2020-03-31T10:30:18","modified_gmt":"2020-03-31T10:30:18","slug":"email-de-confirmacion-doble-opt-in-o-email-de-bienvenida","status":"publish","type":"post","link":"https:\/\/www.digitalresponse.es\/en\/email-de-confirmacion-doble-opt-in-o-email-de-bienvenida\/","title":{"rendered":"Subscription confirmation, double opt-in, welcome email... which is the best option?"},"content":{"rendered":"<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2020\/04\/cabecera_020420-1024x427.jpg\" alt=\"\" class=\"wp-image-11355\"\/><\/figure>\n\n\n\n<br>\n\n\n\n<p>After a user signs up to receive a newsletter, there are different ways in which the brand, company or organisation can make their first contact: <strong>confirmation of subscription<\/strong>, <strong>double opt-in<\/strong>, <strong>welcome email<\/strong>... But which is the best option, can we combine them, what are the pros and cons of each?<\/p>\n\n\n\n<!--more-->\n\n\n\n<br>\n\n\n\n<p>The user's perception of the brand must be taken care of from minute one. The first contact via email is more important than it seems. It determines how the relationship with the user begins and whether or not we manage to maintain the interest they had at the time of subscribing. We must not forget that if they have made this decision precisely at this moment, it is because they are currently interested in us and we must take advantage of this and make a good impression on them. That is why it is important that, at the very least, you receive a subscription confirmation notification. However, as you will see below, this is the most basic contact:<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Confirmation of subscription<\/h2>\n\n\n\n<br>\n\n\n\n<p>This notification is automatically received when a user subscribes to a newsletter. As the name suggests, <strong>its function is to confirm via email that the subscription has been successfully completed.<\/strong> and that from now on you will receive the brand's campaigns. As we said, it is the most basic way to have that first contact. However, what are the pros and cons? The positive side of this type of communication is that it is <strong>very minimally invasive<\/strong>The user is not \"forced\" to take further steps to make the subscription effective. It simply serves the function of informing that the process has been successfully completed. The downside would be the<strong> little impact it will have on the recipient<\/strong> and more importantly, the <strong>not able to ensure that the email is correct<\/strong> and that the user really wants to receive it. A factor that would be solved with the option that we will see below: the <strong>double opt-in<\/strong>. Here is an example of <strong>Roma Point<\/strong>:<\/p>\n\n\n\n<br>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter is-resized\"><img fetchpriority=\"high\" decoding=\"async\" src=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2020\/04\/confirmacion-suscripcion-punto-roma-809x1024.png\" alt=\"\" class=\"wp-image-11356\" width=\"363\" height=\"459\"\/><figcaption>Notification of confirmation to the Punto Roma subscription.<\/figcaption><\/figure><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Double opt-in<\/h2>\n\n\n\n<br>\n\n\n\n<p>In the double opt-in <strong>a notification is sent to the subscriber for confirmation of the subscription<\/strong>. Once the user clicks on the CTA, he\/she is redirected to the website of the brand\/company and is informed that the process has been successful. If the subscription is not confirmed, <strong>this would not be valid<\/strong>. Opting for double opt-in helps us to make sure that <strong>the lead is real, quality <\/strong>and above all, to <strong>no problems with the <a href=\"https:\/\/www.digitalresponse.es\/en\/blog\/que-es-rgpd-ventajas-rgpd-email-marketing\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"GDPR (opens in a new tab)\">GDPR<\/a><\/strong>The downside? We are adding another step to the registration process and if the user does not validate the subscription for whatever reason, we will lose the lead. Here is an example of <strong>Zara<\/strong>:<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter is-resized\"><img decoding=\"async\" src=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2020\/04\/doble-opt-in-zara-1024x576.png\" alt=\"\" class=\"wp-image-11357\" width=\"457\" height=\"257\"\/><figcaption>Double opt-in Zara<\/figcaption><\/figure><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Welcome email<\/h2>\n\n\n\n<br>\n\n\n\n<p>As its name suggests, it is a type of email that is sent to <strong>receive the subscriber and welcome him\/her<\/strong>. Often, many brands unify the idea of the confirmation and welcome email. The result is a version where, apart from confirming that they have successfully subscribed to the newsletter, they welcome them and offer them some kind of discount or relevant information about the brand\/company. The <a rel=\"noreferrer noopener\" aria-label=\"GDPR (opens in a new tab)\" href=\"https:\/\/www.digitalresponse.es\/en\/blog\/6-tipos-de-email-de-bienvenida\/\" target=\"_blank\">welcome email<\/a> is <strong>more elaborate and elaborate than the confirmation email, especially in terms of copy and design.<\/strong>. In fact, this would be the most important advantage. It allows to make a more noticeable first impact, while providing the possibility to direct the user to the company's site. What disadvantages could we find? We must bear in mind that, like the subscription confirmation email, <strong>does not allow us to ensure that the lead is valid and of good quality.<\/strong>.<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2020\/04\/email_bienvenida_pull_and_bear-364x1024.jpg\" alt=\"\" class=\"wp-image-11358\"\/><figcaption>Pull&amp;Bear welcome email<\/figcaption><\/figure><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Welcome programme<\/h2>\n\n\n\n<br>\n\n\n\n<p>If we seek to maximise the subscriber's reception, the <a rel=\"noreferrer noopener\" aria-label=\"GDPR (opens in a new tab)\" href=\"https:\/\/www.digitalresponse.es\/en\/blog\/email-automation-como-disenar-un-welcome-program-eficaz\/\" target=\"_blank\">welcome programme<\/a> is a very complete option.  It is characterised by being<strong> consisting of more than one emai<\/strong>We can use this to achieve a specific objective: we can use it to <strong>to incentivise the user to make a first purchase<\/strong>for <strong>to make it more complementary to your profile <\/strong>with data that can be useful for segmenting and personalising future campaigns or even to <strong>provide relevant company information<\/strong>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">What is the best option?<\/h2>\n\n\n\n<br>\n\n\n\n<p>It will depend a lot on the priorities we have, on the importance we give to the different points we have been discussing and, above all, on the type of brand \/ company we are and the products or services we market. However, from our point of view, the winning option would be the <strong>combination of a double opt-in<\/strong> (we ensure the validity of the registration and we once again have the user's consent). <strong>with an email or welcome programme <\/strong>(a more enriching contact than a simple subscription confirmation notification). Here is an example of <strong>Stradivarius<\/strong>.<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"alignleft is-resized\"><img decoding=\"async\" src=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2020\/04\/doble_opt-in_stradivarius-643x1024.png\" alt=\"\" class=\"wp-image-11359\" width=\"392\" height=\"623\"\/><figcaption>Stradivarius double opt-in<\/figcaption><\/figure><\/div>\n\n\n\n<figure class=\"wp-block-image is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2020\/04\/email_bienvenida_stradivarius-422x1024.png\" alt=\"\" class=\"wp-image-11360\" width=\"315\" height=\"764\"\/><figcaption>Stradivarius welcome email<\/figcaption><\/figure>\n\n\n\n<p>If you are deciding which may be the best option for you, we recommend you also take a look at <a rel=\"noreferrer noopener\" aria-label=\"GDPR (opens in a new tab)\" href=\"https:\/\/www.digitalresponse.es\/en\/blog\/registro-progresivo-ejemplos-email-marketing\/\" target=\"_blank\">this post<\/a>where we talked to you about the option of the<strong> progressive registration<\/strong>.<\/p>","protected":false},"excerpt":{"rendered":"<p>Despu\u00e9s de que un usuario se inscriba para recibir una newsletter, existen diferentes formas a trav\u00e9s de las cuales la marca, empresa u organizaci\u00f3n puede realizar su primera toma de contacto: confirmaci\u00f3n de la suscripci\u00f3n, doble opt-in, email de bienvenida&#8230; Ahora bien, \u00bfcu\u00e1l es la mejor opci\u00f3n? \u00bfpodemos combinarlas? \u00bfqu\u00e9 pros y contras tiene cada [&hellip;]<\/p>\n","protected":false},"author":7,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[37],"tags":[],"post_folder":[],"class_list":["post-11353","post","type-post","status-publish","format-standard","hentry","category-blog"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Confirmaci\u00f3n de la suscripci\u00f3n, doble opt-in, email de bienvenida... \u00bfcu\u00e1l es la mejor opci\u00f3n? - Digital Response<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.digitalresponse.es\/en\/email-de-confirmacion-doble-opt-in-o-email-de-bienvenida\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Confirmaci\u00f3n de la suscripci\u00f3n, doble opt-in, email de bienvenida... \u00bfcu\u00e1l es la mejor opci\u00f3n? - Digital Response\" \/>\n<meta property=\"og:description\" content=\"Despu\u00e9s de que un usuario se inscriba para recibir una newsletter, existen diferentes formas a trav\u00e9s de las cuales la marca, empresa u organizaci\u00f3n puede realizar su primera toma de contacto: confirmaci\u00f3n de la suscripci\u00f3n, doble opt-in, email de bienvenida&#8230; Ahora bien, \u00bfcu\u00e1l es la mejor opci\u00f3n? \u00bfpodemos combinarlas? \u00bfqu\u00e9 pros y contras tiene cada [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.digitalresponse.es\/en\/email-de-confirmacion-doble-opt-in-o-email-de-bienvenida\/\" \/>\n<meta property=\"og:site_name\" content=\"Digital Response\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/digitalresponse\" \/>\n<meta property=\"article:published_time\" content=\"2020-03-31T10:30:18+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2020\/04\/cabecera_020420.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2520\" \/>\n\t<meta property=\"og:image:height\" content=\"1050\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Ariadna Gubern\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@dresponse\" \/>\n<meta name=\"twitter:site\" content=\"@dresponse\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Ariadna Gubern\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.digitalresponse.es\/en\/email-de-confirmacion-doble-opt-in-o-email-de-bienvenida\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.digitalresponse.es\/en\/email-de-confirmacion-doble-opt-in-o-email-de-bienvenida\/\"},\"author\":{\"name\":\"Ariadna Gubern\",\"@id\":\"https:\/\/www.digitalresponse.es\/#\/schema\/person\/5e0e9b0842bdb4269390c815a805b8bf\"},\"headline\":\"Confirmaci\u00f3n de la suscripci\u00f3n, doble opt-in, email de bienvenida&#8230; \u00bfcu\u00e1l es la mejor opci\u00f3n?\",\"datePublished\":\"2020-03-31T10:30:18+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.digitalresponse.es\/en\/email-de-confirmacion-doble-opt-in-o-email-de-bienvenida\/\"},\"wordCount\":973,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/www.digitalresponse.es\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.digitalresponse.es\/en\/email-de-confirmacion-doble-opt-in-o-email-de-bienvenida\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2020\/04\/cabecera_020420-1024x427.jpg\",\"articleSection\":[\"Blog\"],\"inLanguage\":\"en-GB\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.digitalresponse.es\/en\/email-de-confirmacion-doble-opt-in-o-email-de-bienvenida\/\",\"url\":\"https:\/\/www.digitalresponse.es\/en\/email-de-confirmacion-doble-opt-in-o-email-de-bienvenida\/\",\"name\":\"Confirmaci\u00f3n de la suscripci\u00f3n, doble opt-in, email de bienvenida... \u00bfcu\u00e1l es la mejor opci\u00f3n? 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